It is possible for a trademark to become a widely used generic term, which becomes associated with either an object or activity and not with a company. According to experts, a brand name of any well-established organization or company has a regular tendency to become a generic term as time goes on. The concept of trademark quality is evolving, and the study of the components of this notion deserves the constant close attention of professional designers. The requirements for the creation of trademarks should not and cannot remain unchanged. They are developing in accordance with the nature of production relations, market conditions, the capabilities of modern technologies, and design trends. One of the main criteria for assessing the quality of a design object is its functional conditionality, which is provided in the trademark, in particular, with figurative and symbolic content. As an idea, an artistic image embodies the profile of activity.
In connection with the need to achieve a high degree of design quality, the problem of graphically solving associative tasks in brand design arises, which should be focused on identifying the most relevant modern ways. The given action is done in order to make their information content, the task of determining the nature of the relationship between graphic and informational content. Methods of achieving informativeness are based on associativity and artistic-figurative expressiveness. Associativity in this context is understood as the ability of the explicit form of the sign when perceived to cause the viewer to associate with the product and its manufacturer. The essential factor is the ability of a trademark to inform the consumer of direct or indirect information about a product using figurative and symbolic elements. Thus, the semantic content and information content of the brand are formed on the basis of graphic arts.
As a result of the information content, the distinguishing ability of a trademark is formed, its individualizing function, that is, its ability to distinguish goods (services) of some enterprises from assets of other enterprises. Distinctiveness forms the basis of trademark eligibility; due to the degree of its novelty, originality. In modern design, the style-forming participation of the sign in the process of creating a corporate identity in branding is especially relevant. From this point of view, a modern trademark should have variability – the ability to semantic and formal rearrangements. The integrity of the shape of a logo lies in the organic interaction of its compositional and structural solutions with semantic content. It serves as a comprehensive indicator of quality in the harmony of the interaction of ergonomics and manufacturability of the mark with its graphic expressiveness.